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8 Keys To Developing Effective Sales Teams

Sales teams are essential to any organisation. But, having a team is one thing; how effectively they work is another. We look at eight (8) keys to developing highly effective sales teams.

Here are eight (8) principles to developing an effective sales team.

  1. Purpose
  2. Accountability
  3. Communication
  4. Performance-Focused
  5. They Practice Together Often
  6. Leadership
  7. Culture
  8. Trust



Definition: defines an effective team as "A team comprises of two or more people who work together to achieve a common goal. On a team, the members not only share information but also share responsibility for the team's work".


1 Purpose:

Teams must have a shared sense of purpose. A clear understanding of the mission, vision, goals, activities, etc. Although some teams function without these things, we can safely say they would not perform at their highest potential.


2 Accountability:

Create an environment where everyone owns their roles and responsibilities for team success. Without this, you will find that there would be a low level of ownership between team members, affecting the team's overall performance.


3 Communication:

Lines of communication must be clear. Sales teams must keep teams up to date often. Also, allow team members to share their points of view on company initiatives openly; this creates a sense of trust and belonging.


4 Performance-Focused:

Like the note on accountability, leaders must create a culture that fosters optimal performance. Recognise and celebrate team and individual efforts but eliminate mediocrity.


5 Practice Together Often:

Team development is more than just product knowledge and often overlooked. Leaders must develop a culture where teams keep their skills sharp. Conducting frequent training on sales techniques, the buyer, products, changes in the industry, etc., helps keep teams relevant and on top of their game.


6 Leadership:

The performance of any team depends on the leadership. Sales leaders must set the tone for the team. Be clear in direction & delegation and be ready to coach and support members in need. Leadership is a critical component in maintaining company culture as well.


7 Culture:

A client engaging with different sales executives should not recognise a difference in service. Sales organisations must develop a sales culture where teams have one common goal, one mantra, one cadence, etc., a sense of strong team unity.


8 Trust:

This last characteristic is a cornerstone of any team. All members must feel that they can rely on their leaders and peers in achieving their goals and those of the organisation.


To achieve these, companies must work on open communication, keeping things simple, and being upfront if they see something that might negatively impact a team member. One team member with an ounce of distrust can quickly turn into all members with levels of distrust.


In closing, team development and an understanding of team dynamics are necessary for team success and the growth of an organisation.

Founder | Lead Consultant | Father